From Platform Presence to Audience Engagement: Digital Strategy of Tvri Southeast Sulawesi

  • Nurindah Permatasari S Program Studi Magister Manajemen, Sekolah Tinggi Ilmu Ekonomi Enam Enam Kendari, Kendari, Sulawesi Tenggara, Indonesia
  • Asraf Asraf Program Studi Magister Manajemen, Sekolah Tinggi Ilmu Ekonomi Enam Enam Kendari, Kendari, Sulawesi Tenggara, Indonesia
  • Rince Tambunan Program Studi Magister Manajemen, Sekolah Tinggi Ilmu Ekonomi Enam Enam Kendari, Kendari, Sulawesi Tenggara, Indonesia

Keywords

public service media, platformization, audience engagement, digital strategy, social media, TVRI

Abstract

Public service broadcasters increasingly operate across commercial social media platforms, yet platform presence does not necessarily create meaningful audience engagement. This study examines the digital strategy of TVRI Southeast Sulawesi, Indonesia, focusing on content adaptation, multi-platform use, audience interaction, and organizational constraints. A qualitative design was employed using in-depth interviews, non-participant observation, and documentation involving internal digital-media actors and external audience-related informants. Data were analyzed through the Miles–Huberman–Saldaña interactive model of data condensation, display, and conclusion drawing, with credibility, transferability, dependability, and confirmability used to support trustworthiness. The findings show that TVRI Southeast Sulawesi uses Instagram, Facebook, TikTok, and YouTube, but its digital presence remains oriented primarily toward information distribution. Content is often formal and insufficiently tailored to younger audiences; engagement is dominated by basic reactions rather than sustained dialogue; and native platform analytics are used mainly descriptively. Limited digital skills, staffing, infrastructure, equipment, and strategic planning further constrain adaptation. The study contributes a platform-presence-to-engagement perspective for regional public service media: meaningful engagement emerges when public-service content is aligned with platform affordances, dialogic interaction, analytics-based learning, and organizational digital capability. The findings suggest that regional public broadcasters should move from multi-platform presence toward platform-specific content, two-way participation, systematic experimentation, and capability development while retaining local public value.

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2026-10-03